By examining the perception of responsible gambling strategy this study developed an extended model of goal-directed behavior (EMGB) in the casino visitor’s decision-making process. This study also aimed to compare EMGB with theory of planned behavior (TPB). The results of the EMGB using structural equation modeling (SEM) indicate that “desire” had the strongest relationship with casino visitors’ intention to play casino gambling. The perception of responsible gambling strategy was also found significant (direct) predictor of both desire and behavioral intention as casino visitors had positive image for casino that implemented responsible gambling strategies. Casino managers should consider responsible gambling strategy as one of the important long-term business activities to increase casino visitor’s intention to play casino gambling.